The moves represent NBC's latest gambles to resuscitate its decline in primetime and late-night TV ratings. The not-quite-as-proud-as-a-Peacock Network is hoping desperately that these two funny TV stars, icons to America's baby boomers, can still pack a ratings punch.

Will people watch? And what people, at that? It can't thrill NBC that the audiences for these programs certainly figure to be certainly older than the 19-34, sweet-spot age range coveted by Madison Avenue. But who's kidding who? At this point, NBC will gladly take any good news on the ratings front.

The network was savaged by critics and ignored by viewers when it shifted Leno from 11:35 p.m. to 10:00, in an effort to save money in primetime, where it had fallen mightily from its halcyon days of "Must-See TV."

NBC promoted Conan O'Brien from 12:35 a.m. to Leno's customary slot but O'Brien bombed at 11:35. He and NBC got into a war of words and O'Brien subsequently left NBC when faced with the alternative of following Leno (again).

'The Marriage Ref'

If the show fails to fulfill NBC's goals for it, cynics will snicker that "The Seinfeld Curse" has returned.

For years, Julia-Louis Dreyfus, Jason Alexander and Michael Richards -- three of the beloved "Seinfeld" stalwarts -- separately failed to click in prime before Louis-Dreyfus broke through with "The New Adventures of Old Christine" on CBS
CBS, -2.38%

The alleged jinx was more than a snarky catch phrase. It showed how quickly a popular TV star's popularity could fade when he or she is taken out of comfortable surroundings and placed in a new, unfamiliar setting. Jerry Seinfeld refrained from getting back in TV possibly because he was keenly aware of the pitfalls that had befallen his former colleagues. Now what?

Seinfeld is the executive producer of "The Marriage Ref." But people tuning in and expecting to see his smiling face might be disappointed. While Seinfeld will make occasional appearances, he isn't slated to be a regular cast member.

"The Marriage Ref" is a comedy panel series about "the unpredictable and hilarious institution commonly known as marriage," in NBC's words. Comedian/actor Tom Papa, a long-time Seinfeld pal, will be the "ref" who rules on who is right and wrong about mundane family matters -- a husband or his wife, real-life couples.

NBC is airing a sneak preview following the end of the Olympics on Sunday night.

"My goal is to bring the simplicity of sports and apply it to the overly complicated situations that we all face in marriage. A call is made, a decision is rendered, everyone moves on," Seinfeld said in a press release. "This is not a therapy show; it is a comedy show and after 10 years of marriage, I have discovered the comedic potential of this subject is quite rich."

"The Marriage Ref" will be a test of Seinfeld's comedic instincts. People loved Jerry on TV when he was the smart-alecky single guy roaming New York City in the 1990s. Now the question is open as to whether the nation will still embrace the humor of Seinfeld, who is happily married with three children.

Are his comic sensibilities just as sharp as ever? Or, will "The Marriage Ref" wind up being dismissed as a show about, well, nothing?

Leno's challenge

It's not fair, but it is a fact of life: Leno might be best known for his failure at 10:00 and not for his glory years at 11:35. The digital, 24/7 news cycle moves fast and what you did for me before is much less relevant than what I think of you today.

The format of moving Leno's brand of humor from late night to primetime was a fiasco. The NBC affiliates furiously demanded changes, and NBC complied.

Does he still have his fastball now? Over at CBS, David Letterman, his old friend and chief comedy rival, is said to be reinvigorated these days. Letterman is warming to the task of turning back Leno and would love nothing more than to re-establish himself as the king of late night. Read more about Leno's challenges.

Pressure's on

Think about the facts. "Seinfeld" is one of the most-loved situation comedies of all time. Leno ruled late night for nearly two decades. And yet ...

For now, neither Leno nor Seinfeld represents a slam-dunk victory for NBC. The viewers have very short memories -- and the younger generation of TV watchers catches "Seinfeld" on re-runs, when they watch TV at all.

And Leno? The nice-guy king of comedy is not being remembered by everyone for his humor and finesse at 11:35 p.m. To his chagrin, he is also known as the meanie who helped shove Generation X favorite Conan O'Brien out the door and whose power play restored him to the 11:35 hour.

There is considerable pressure on both Leno and Seinfeld to succeed -- big.

It's going to be fun to watch it all unfold. And, with any luck for NBC, just as funny to follow on TV.

MEDIA WEB QUESTION OF THE DAY: How will Leno and Seinfeld do in their high profile comebacks?

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